How to Develop High-Ranking Content: A Guide for Lawyers

Law firms typically operate in competitive environments, and this means high-ranking content is essential to gaining traffic to their websites and leads that convert. Not only does good content make for a good website, but it also increases its rankings as search engines typically reward websites with quality, original content.

High-performing content is made up of several key components: lawyers should make sure it grabs the attention of its target audience, always keeps them engaged, and draws them in with a compelling call to action. By uniting all these elements, law firms can have great content that ranks highly in search engines.

  1. Write Valuable Content

One of the most important thing high-performing content does is provide some sort of value to its readers; it’s useful. Once you’ve got someone’s attention with your article, you should make sure that it provides them with valuable information that answers whatever questions they may have.

Creating content with your target audience in mind means writing it in an easily understandable way, without using much legal jargon. It’s also important to remember that while an attorney-client relationship does put the former in a position of authority, you should never talk down to your readers. Additionally, ensuring your content is well-written and factually correct is very important, especially for lawyers. Good luck convincing people that you are a professional and trustworthy law firm when the content on your website contains inaccurate information or grammatical errors.

  1. Have Strong Headlines

While we all know not to judge a book by its cover, the cover is still the first point of contact for readers, who often use them to decide if they’re interested in a book or not. Similarly, headlines should work to grab the attention of readers and get them to read the content. This makes it very important go write effective headlines that will spark readers’ interest.

As people are being flooded with information from every direction these days, your target audience will likely decide whether to read your content based solely on the headlines you write. Lawyers should avoid using hyperbole in headlines or any clickbait techniques that may mislead readers. The headline should accurately describe what the content is about.

  1. Use Images and Videos

A great and easy way to make your content more visually appealing is by using images and videos. They make the content more diverse and attractive, while also serving to break up chunks of text.

It’s been reported that people tend to share content twice as much when it contains images around every 100 words. You can use photos, video, infographics, charts, and more, as long as they add value to the content.

  1. Use Keywords Based on Search Intent

In order for your content to rank highly, you need to attract the right traffic and understand what people are searching for when they consume your content. You should write your content based on your target audience’s search intent and the keywords they type into search engines.

Potential clients will likely be searching for answers to a question or for information the provides them with a solution to a problem. They might used keywords such as “how to create an estate plan” or “car accident lawyers in New York.” Choosing the right keywords, like those with a certain phrasing or that begin with “how to,” lawyers can increase the performance of their content.

  1. Use a Compelling CTA

High-ranking content typically inspires action, whether it’s downloading an e-book or contacting someone. When creating content, you should identify the most important thing you want from a website visitor and highlight this step with a clear and compelling call to action, such as a button, a link, or text that guides them toward what you want them to do once they are finished consuming your content.

Call to actions are essential to high-performing content. It is the final attempt to get users to take an action, so you need to make sure it counts.


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